The allure of the word “free” in marketing is undeniable. It has the power to grab attention, create excitement, and drive consumers to take immediate action.
However, as tantalizing as it may be, employing “free” in marketing strategies can sometimes do more harm than good. One of the advantages of radio is that it’s, indeed, free to listeners. However, the word may not be a good idea in your marketing strategy.
As Market Manager, we never give away free commercials, or at least it’s never positioned that way. There is value in everything we offer to listeners and clients alike.
When I was a programmer, I rarely, if ever, said, “Win a free” anything.” We would simply say, “Win a pair of tickets” or “win a trip.” The value is in the prize, not the fact that it’s free.
Have you ever noticed that game shows like Wheel of Fortune never say, “Congrats, Susan, you’ve just won a ‘free’ trip to Spain!” Nope—they always say, “Congratulations Susan, you’re off on a trip to Spain—total value… $9,500!!”
One of the most significant drawbacks of using the word “free” in marketing is the amount of consumer skepticism and mistrust it generates. In today’s wary world, we have all become increasingly cautious of offers that “seem too good to be true.”
In my daily life, the word “free” raises red flags, leading me to question the offer’s credibility and the marketer’s intention. To me, it connotes hidden costs, strings attached, or that the product or service isn’t of good quality. Terms like “complimentary,” “bonus,” or “included” may help create a sense of value without triggering any skepticism.
Whenever something is offered for free, we tend to automatically question its value. I remember when I subscribed to satellite TV. I unintentionally remembered what the channel numbers were for all the premium offerings. Why? I’m convinced it was because I paid extra for them. They were responsible for higher costs. I could never remember the channel numbers for the free networks.
They were intrinsically worth less in my mind. Today, we stream with Hulu, and I tend to watch other streaming networks like Paramount+, Prime, or Max most often. I am willing to pay extra for those, which means they have greater value to me.
There is little doubt that offering something for free can generate a quick boost in interest and sales, but it rarely leads to long-term customer loyalty and may actually damage the brand. There’s an old adage that says, “You can sell anything if it’s cheap enough,” and free is as cheap as it gets.
But those who are attracted by the word may be more interested in a deal rather than the brand or product. Where is the danger there? Well, once a free offer ends, they will expect it again and when they don’t get it, they just move on to the next free deal somewhere else.
In the end, the short-term gain becomes expensive for a business trying to build a sustainable customer base. If you have ever been in sales, management, or ownership then you know how difficult it is to give someone a discount and then raise the price again next time.
It seems that we have all become leery of special offers. Most of us have been lured into a marketer’s web by the word “free,” only to determine that something else is required in order for us to receive their no-cost offer.
When you click “learn more,” you quickly find that it’s only free for 7 days, and they want your credit card before starting the “trial,” counting on you forgetting to cancel before the 7 days expire.
Instead of relying on the word “free,” I suggest exploring alternative strategies to attract and retain customers. Offering limited-time promotions, or value-added services can help create the sense of urgency and excitement you’re trying to create without the pitfalls associated with “free.” Additionally, focusing on the unique features and benefits and highlighting those with testimonials helps build trust.
We are in the business of creating relationships… both on air and with our advertising community. We don’t sell spots or commercials. “Spot mentality” has pigeonholed our industry. Every radio/media operation is truly a “solution store.” We are not vendors but rather marketing partners who help our clients succeed by selling what they need.
There is great value in that. As for listeners, we offer compelling audio content along with fun and prizes that have compelling content with intrinsic value. We all learned early on that nothing in life is FREE.
Bottom line: Avoid the word “free,” as it may unknowingly be viewed as one of desperation. Words have power.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
Bob Lawrence serves as a Market Manager for Seven Mountains Media, overseeing the company’s Parkersburg, WV/Marietta, OH cluster. He has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco as well as programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
